UK – The public is becoming more aware of pensions and the need to save for retirement provision, says a government-sponsored study into the results of the advertising campaign initiated at the beginning of this year.

The research, done by post and pre-selection, targeted mainly the 26-45 year old age group, with over 700 participants giving their views on the campaign’s effectiveness. The second phase of advertising has just begun and will use the same media.

The campaign basically used television, press and cinema to “get people thinking about their future,” says a spokesperson for the department for work and pensions, who adds that there was a campaign bias towards women. Stakeholder pensions are also featured prominently and the campaign is backed up by a website (www.pensionguide.gov.uk).

Pensions minister, Ian McCartney, welcomed the research. “People often see pensions as boring and complex. We appreciate that we will not change people’s attitudes overnight, but this is an encouraging start.”